targeted email: turn clicks into sales
TRANSCRIPT
Presented by:
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Jessica Levine
Senior Email Coordinator
G/O Digital
Jerilyn Soncrant
Product Manager
G/O Digital
Chris Fehrmann
Senior Director of Product Development
G/O Digital
Moderated by:
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And Everyone Uses Email
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Mobile Is a Major Part of the Growth
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Why Segment Your Email List?
You have a diverse customer base with specific needs
Your contacts are at different points in the Buyer Journey
Your messages will become more engaging
Email campaigns will achieve better results
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Segmenting Your Current List
Segments should be based on which groups of customers have certain interests and respond to specific emails, as well as timing of their response.
Which audience segments are engaging with
your products?
What types of content do
different customer demographics
click on?
What behaviors influence how a
customer interacts with your
business?
Look at your current email list and determine:
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Reach New Customers Outside of Your List
With just a click, targeted email services can segment based on:
Age
Gender
Geographic location
Intended actions
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30,000 recipients for each blast
Audience • Current students• New college students• Parents of students• Florida county
Results• Three emails, average open rate of 12.89%• Average click-through rate of 1.40%
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What Not To DoTop Tips:
• Don’t use all caps
• Exclamation points should only be used when necessary, and definitely don’t use more than one
• Stay away from saying things are “free” – it can get lost in the spam filter
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Subject Lines that ConvertGood vs. Bad Subject Lines
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Feeling the Monday Blues? We Have a Cure.
vs.Good Bad
Sometimes All You Need Is a Little Vase Lift
SALE: Today-Only Markdowns For The Whole Family
Wright Furniture Co.: New Vases In Stock!!!
Six Steps to BetterFirst Impressions
1. Tell it, don’t sell it
2. Write it last
3. Don’t be vague
4. Keep it short
5. Use preheader text
6. Be mindful of messaging
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Crafting a Message that Sticks
Be deliberate with your visuals.
Keep your message to
10 sentences or less.
Have a clear call to action
above the scroll line.
In a crowded inbox, your email should stand out.
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Everything from the subject line to the design plays a role in getting your email opened.
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• Be specific
• Let people know offer constraints
• Use high-quality images
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Although your business is an inanimate object, it has a voice.
In an internal client audit, we found that when the creative is done by the client:
• The creative is not 100% fully responsive
• We see overall performance decline
• Open rates decrease by 9%
• Click rates decrease by 80%
• Often gets flagged by spam filters
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Create a high-value segment from your own list based on:
• How recently has a subscriber made a purchase?• How often does a subscriber purchase?• How much does a subscriber spend?
Include a discount and strong CTA, and send away.
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Expand Your Segmentation
What would cause this segment to
act versus another segment?
What information does this segment
need to know about the offer?
How do you make the offer personal for this audience?
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Consider how one offer will appeal to your various email segments:
Make your customers know that you’re thinking about their wants and needs, not your need to sell to them.
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How Much is Too Much?
Research from G/O Digital shows that 55% of auto consumers would be irritated or less likely to click through to a dealer’s site if they were sent an impersonal email.
Is it Necessary to Send a Different Email to Each Segment?
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The Answer is
Subject line:Go ahead and leave your shoes on…
Targeted Audience: • 10,000 recipients• Adults with kids in the home• Household income of $100K• Specific county in Michigan
Results• Open rate: 14.13%• CTR: 1.00%
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Measure Online Success
Every successful campaign starts with a clear goal
What do you want to get from segmenting your emails?
Make sure it is optimized for mobile
Define which metrics will measure your goals
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With a specific landing page for your email, you can:
• Direct customers to information specific to the email offer
• Allow recipients to claim an offer or book an appointment directly
• Track who downloaded the offer and actually brought it in-store
Track Offline Success
Attribute actual sales to your email segmentation.
Be sure your less tech-savvy customers will be able to print your offer and bring it in-store.
Customers will have to present the offer from their mobile device.
Create an email-only offer with a unique tracking code.
You can instantly track who came in and actually used the offer.
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Not all email actions are immediate
The reach and frequency of your email programs will nurture your customers over time
When they’re ready, they’ll make a purchase
Have a system for tracking sales over time• Matchback Reporting
Results From June 2014-March 2015:
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Dealership wanted to increase sales for its car and crossover markets
Targeted emails to car and crossover vehicle “intenders”
• 48 actual car sales• Equivalent to $1.5 million in additional revenue
Analyze your results regularly, depending on how often you send emails
Adjust your strategy based on your performance results
Analyze how your segments are performing
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Q& A
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CASE STUDY:
Check out our other content:
Ken Wilson Ford Increases Profit Margin Using Targeted Emails
EBOOK:
Top 5 Best Practices for Local Business Email Marketing
RESEARCH:
Appealing to Today’s Auto Buyer
INFOGRAPHIC:
The Digital Buyer’s Journey